Previous Considerations:

·         What does SEM-SEM-Blogmarketing-SMM means? Sound very cool for clients and General Managers from advertising but Who has the answers? Digital Natives rather than Immigrants

·         Business models are not defined. Digital Agencies are offering complex models with not transparency.

·         If you are AM from DA, tell your CEO or boss that Digital Marketing is something more than SEO-SEM or Facebook, the spectrum is much higher.

·         Crisis Time: Clients are asking to go digital just because they can’t be able to afford a traditional campaign, now Internet has a good penetration.

·         Viral campaigns are not cheap: forget about it!

Now, is time thinking about the implications for agencies that are trying to set up a digital division, What is the best solution? Create by your self or Buy a small digital agency? depends on your current situation but just share some clarifications:

·         Get profits need time, be patience

·         It is clear there is lack of qualified professional in emerging markets

·         Protect know how and retain talent.

·         Inflation on salaries.

·         Outsource is a common thing in digital
agencies, does not matter if create a specific division because you will need outsource some services.

·         Integrate online and offline teams takes time and patience.

According to the last aspect the next step is think about business model, the most important point is “make it easy” we shouldn’t present a complex budgets based on different aspect.

Based on of my work experience and colleagues from the master, I think the most accurate is a mixing model, forecast an annual fee based on [(€/ Hour * €/ Profile) + (Exceed or extra projects)],just remain on digital actions we will need different profiles. Try to be sure your model have scalable mixing model with transparency.

How should be my digital agency? My colleague Sussane gave us an excellent reference about The agency of Future  where basically we can listening about what want our clients, please check it because is very interesting.

In conclusion, time is to short, clients are asking to integrate campaigns in the same voice in the same marketing strategy development… Do you want to lose the train?